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The Faraday Institution Brand & Messaging Standards

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The Faraday Institution Brand & Messaging Standards The Faraday Institution Brand & Messaging Standards TABLE OF CONTENTS Introduction p3 Our Namesake p4 Our Voice p5 Logo p6 Logo Improper Usage p7 Logo Usage on Backgrounds p8 Logo Clearspace p9 Alignment to Logo p10 Our Collaborators p11 Primary Colors p12 Secondary Colors p13 Typography p14 Secondary Brand Elements p15 Photography p17 Videography p18 Tagline p19 Usage in Conversation and Writing p20 Usage Examples p21 Contact p33 INTRODUCTION How to Communicate the Faraday Institution An organisation’s identity is a reflection of The goal of this guide is to articulate our its values, its actions, its impacts, and its brand and help you communicate it clearly perception by others in the world. The and to allow the Faraday Institution to Faraday Institution broadly represents the stand apart from other similar entities. electrochemical energy storage research community in the UK and our identity The more unified we are in our therefore is collective, collaborative, and communications, the more we reinforce the transformative. It is based on our brand of the Faraday Institution. The more community’s commitment to scientific we reinforce the brand, the more rigour and the creation of new knowledge successful we will be at recruiting the next for the nation. It is forward looking, generation of energy storage researchers, inclusive, and optimistic, while balanced. It cultivating relationships with industrial is grounded in our partnerships with partners, building long-term relationships industry and the industrial strategy led by with government and charities, and having government. lasting impact on the UK and beyond. PAGE 3 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 OUR NAMESAKE Michael Faraday In a time when science was reserved for More than a century later, The Faraday the elite, Michael Faraday rose from the Institution carries forward his application- working class to become one of the inspired spirit. It will become the go-to greatest scientists of the 19th century. place in the UK for the research and Brilliant, self-made, and devoted to development of the manufacture, and discovery through experimentation, production of new electrochemical storage Faraday invented the electric motor and technologies in the automotive and other the electric dynamo, discovered laws relevant sectors. governing the new science of electrochemistry (he coined the words anode, cathode, and electrolyte in batteries), and thereby provided the foundation for all of modern electrical sciences. Faraday thought big, pursued practical applications, and - most importantly - shared his results. PAGE 4 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 OUR VOICE We support our arguments, providing evidence with examples. While we are Our voice is confident and direct and our optimistic, we never overstate a result. We tone should be both intelligent, stay close to the science and convey our yet accessible to general audiences. progress through facts, not superlatives. Use verbs instead of adjectives or adverbs and choose works with action and impact. We are inclusive and collaborative and give credit where credit is due. Use the present tense. Place the reader or listener in the moment of discovery. Provide context for why the research matters and why the research environment we are building is vital for the UK. What is the need and why are we working to solve it? Connect with daily life and demonstrate the impact of our research. PAGE 5 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 LOGO Don’t recreate the logo. Use provided files set up for print and web usage. The logo form below is the only form available. PAGE 6 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 LOGO / IMPROPER USAGE Don’t recreate the logo. Use provided files set up for print and web usage. Don’t adjust the relationship between type and symbol Don’t adjust the relationship Don’t adjust the relationship between type and symbol between type and symbol Don’t adjust the relationship between type and symbol PAGE 7 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 LOGO USAGE / BACKGROUNDS Use the primary logo on white or Use the reversed logo on dark backgrounds light backgrounds and over images with enough contrast PAGE 8 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 LOGO USAGE / CLEARSPACE Try to keep other content (text, other logos, images) from interfering with the logo. Use a minimum distance equal to the red bar of the logo. PAGE 9 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 LOGO USAGE / ALIGNMENT Use the guides indicated below in cyan to align content (text and imagery) to the logo. Note that content to the left of the logo is better aligned Note that content to the right against the top of the logo. of the logo is better aligned against the top of the text part of the logo. Note that it is visually better to align with the left edge of the blue vertical bar in the logo than the actual left-most edge. PAGE 10 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 PIXEL DRAFT VERSION PIXEL DRAFT VERSION PIXEL DRAFT VERSION PIXEL DRAFT VERSION RECREATED VECTOR RECREATED VECTOR FROM DRAFT VERSION FROM DRAFT VERSION (NOT IN COMPLIANCE WITH (NOT IN COMPLIANCE WITH CLEARSPACE GUIDELINES) CLEARSPACEReLiB GUIDELINES) ReSOLBATLiB SOLBAT REUSE & RECYCLING OF LITHIUM ION BATTERIES REUSE &NEXT RECYCLING GENERATION OF LITHIUM SOLID-STATE ION BATTERIES BATTERIES NEXT GENERATION SOLID-STATE BATTERIES RECREATED VECTOR RECREATED VECTOR FROM DRAFT VERSION FROM DRAFT VERSION (NOT IN COMPLIANCE WITH (NOT IN COMPLIANCE WITH CLEARSPACE GUIDELINES) OUR COLLABORATORS CLEARSPACEReLiB GUIDELINES) ReSOLBATLiB SOLBAT VECTOR WITH REUSE & RECYCLING OF LITHIUMVECTOR ION WITH BATTERIES REUSE &NEXT RECYCLING GENERATION OF LITHIUM SOLID-STATE ION BATTERIES BATTERIES NEXT GENERATION SOLID-STATE BATTERIES PROPER CLEARSPACE PROPERR CLEARSPACEeLiB ReSOLBATLiB SOLBAT Our researchREUSE & RECYCLING collaborators OF LITHIUM ION may BATTERIES wish to create uniqueREUSE identifiersNEXT & RECYCLING GENERATION OF LITHIUMfor their SOLID-STATE ION BATTERIES BATTERIES NEXT GENERATION SOLID-STATE BATTERIES Faraday Institution research programmes. We ask that they follow the brand standards of this book to ensure visual identification fidelity and recommend a brand and text lockup. A good example is the Faraday Institution ReLiB project. VECTOR WITH VECTOR WITH PROPER CLEARSPACE PROPERR CLEARSPACEeLiB ReSOLBATLiB SOLBAT ALTERNATE VECTOR WITH ALTERNATE VECTOR WITH PROPER CLEARSPACE REUSE & RECYCLING OF LITHIUMRPROPERe ION CLEARSPACELiB BATTERIES REUSENEXT & RECYCLING GENERATION OF LITHIUMRe SOLID-STATE SOLBATIONLiB BATTERIES BATTERIES NEXT GENERATION SOLID-STATESOLBAT BATTERIES (RECOMMENDED) (RECOMMENDED) REUSE & RECYCLING OF LITHIUM ION BATTERIES REUSE NEXT& RECYCLING GENERATION OF LITHIUM SOLID-STATE ION BATTERIES BATTERIES NEXT GENERATION SOLID-STATE BATTERIES Clearspace guidelines. For more detail, see page 9. ALTERNATE VECTOR WITH ALTERNATE VECTOR WITH PROPER CLEARSPACE RPROPERe CLEARSPACELiB ReSOLBATLiB SOLBAT (RECOMMENDED) (RECOMMENDED) REUSE & RECYCLING OF LITHIUM ION BATTERIES REUSE NEXT& RECYCLING GENERATION OF LITHIUM SOLID-STATE ION BATTERIES BATTERIES NEXT GENERATION SOLID-STATE BATTERIES PAGE 11 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 PRIMARY COLORS PMS 1795C PMS 2747C PMS 425C C 0 Y 100 M 100 K 0 C 100 Y 96 M 14 K 5 C 0 Y 0 M 0 K 75 #ED1C24 #2B3380 #636466 R 237 G 28 B 36 R 43 G 51 B 128 R 99 G 100 B 102 PMS (Pantone Matching CMYK formulas should be Hex and RGB formulas Note that comparing a color Note that colors may not be System) colors serve as a used for print applications. should be used for digital on a screen/monitor to the consistent from one user’s common reference point when applications. color on a printed page will screen to another. discussing brand colors. not match. PAGE 12 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 SECONDARY COLORS C 100 Y 68 M 0 K 77 C 70 Y 15 M 16 K 0 C 0 Y 0 M 0 K 8 #001241 #3BA9C6 #EBEBEC R 0 G 18 B 65 R 59 G 169 B 198 R 235 G 235 B 236 PAGE 13 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 TYPOGRAPHY Primary Font Alternative Font 1 Alternative Font 2 If at all possible use DIN 2014. If DIN is not available, Roboto may be If Roboto is not available, DIN 2014 is an Adobe Typekit font. used. Roboto is a Google font. Calibri may be used. DIN 2014 Light Roboto Light Calibri DIN 2014 Regular Roboto Regular DIN 2014 Demi Roboto Medium DIN 2014 Bold Roboto Bold PAGE 14 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 SECONDARY BRAND ELEMENTS / THE SYMBOL The Faraday Institution has developed a symbol that can be used to add energy or impact. The symbol uses the Positive/ Negative “F” from the logo. The symbol should be used as supplied and not recreated. The symbol does not replace the full logo. It should be used in conjunction with the full logo. The symbol can be used in all brand colors and can be reversed out of imagery or a background color. The symbol can be cropped to add a dynamic quality. PAGE 15 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 SECONDARY BRAND ELEMENTS / PATTERNS The Faraday Institution has developed several patterns that can be used to add energy or impact. The intent is for the patterns to provide a visually interesting PATTERNS background. Avoid using the patterns if it will complicate or interfere with the message or brand identity. More patterns can be created, if desired. PAGE 16 BRAND & MESSAGING STANDARDS / UPDATED AUGUST 2018 PHOTOGRAPHY Imagery reflects the Be inspired by: • Our surroundings and research environment to identity of the Faraday give a clear sense of place. • Our impact – the results of our research. Institution and the ISCF • The non-literal path or interpretation of a topic. Faraday Battery • The outcomes of our research. Challenge. Keep in mind that: • The right photograph can serve as an umbrella for the message we are looking to convey, Our photography is: supported by more literal images. • Optimistic, truthful, and distinctive.
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